It is used extensively in cosmetic products to improve the tone and texture of the skin while leaving a silky, smooth feeling when applied.

Silicone also works to increase the stability of the important active anti-aging ingredients in the body IQ products, making the active ingredients more effective and longer lasting.

Hyaluronic acid is only present in the Pre UV line of body IQ aiding to moisturize the skin. It is also essential for cell metabolism and collagen formation. When applied topically, Hyaluronic Acid is used in conjunction with antioxidants to prevent signs of aging and reverse sun damage.

By now you are probably already on Facebook and Twitter (Please tell me you are), and if you are doing it right, you have probably seen how it can benefit your business.  But, who has time for another social media venue?  Just hear me out.  I promise there are actually multiple reasons why you MUST add Google+ to your company’s online presence.  You really have no choice.

First, Google+ actually has some pretty cool features that are worth looking at including hangouts, communities, circles, and many more.  In fact, many of the recent changes to Facebook are functions that Google+ had when it first launched in June 2011. Yeah, I said it.  Facebook stole from Google+.

Secondly, since Google+ is not as popular as Facebook or Twitter (Google+ actually passed Twitter early this year on the number of active users), your business has a great opportunity to be one of the first there.  In other words, chances are, your competition is not there.  You have a chance to be a trend setter, an opportunity to lead your competitors.

Last, and most importantly, you should get your business on Google+ simply because…Google said so.  No matter how many rival search engines try to challenge Google, it is still the leader.  Google is “The Internet.”  The search engine we rely on to assist customers in finding us on the web.   So, if Google is asking you to do it, it’s a good idea to listen.  Adding your business to Google+ will automatically increase your online visibility.  It will help your business rank high on search engines.  This alone makes Google+ worth the time and effort.

Let me explain.  For example, let’s consider a tanning salon in Topeka, Kansas called Tan Paradise.  More than likely a potential customer of this tanning salon could go to google.com and search for “Tan Paradise Topeka Kansas” and Tan Paradise would show up within the first few results of that search page. Maybe it would be a link to their website, maybe their Facebook Page, or at the very least some information on a review site like Yelp.

Now, let’s consider a more generic search term like “tanning salon topeka kansas”.  Again, more than likely, the potential customer would find information somewhere on the first page about Tan Paradise.  Now do it for your salon.  Go to google.com and search for tanning salons in your city and state.  Are you first? Would it hurt to have another link show up in the results with your company information on it? How many competitors show up above you?  What if your Google+ page could catapult you to the very top and/or help keep you there?  See where I am going?  Google is very open that they reward businesses for using Google+ and more so than Facebook and Twitter.  It’s easier for Google to access, measure and rank content from Google+ because they own it.

Let’s look at our Topeka Kansas example one last time.  Let’s be even more generic in our search terms. Maybe we search for “buy swimsuit topeka kansas”.  Your salon does have swimsuits, right?  I bet several other businesses in Topeka sell swimsuits, too.  Your competition pool is larger.  You are competing against more than just tanning salons.  What if your tanning salon had a Google+ page and you recently posted about swimsuits with a nice description and a few pictures of some of your most popular styles?  What if you posted about the cosmetics you sell, the nail polish, the umbrellas, the rain boots, the flip flops, or sundresses?  Wouldn’t it be nice to show up in those search results especially for items that people might not know that you carry?  Now obviously this stuff can take time and results will always vary.  But part of our job as business owners is to advertise the products and services we offer.  And now, Google has told us an easy way to do it and one of their favorite ways for us to do it.

Yes, I know.  This means you have to manage another Social Media profile for your business.  Even if you don’t use Google+ as a social network, put your information on it and re-post information from your Facebook and Twitter accounts.  At the very least, you can and should do this.

Need help with Google+? The following article does a great job of taking you step by step through the process of setting up a Google+ Page for your business.

How to Setup A Google+ Page for Your Business

P.S. Be sure and circle us!  https://plus.google.com/115790930624963224452

One analogy that helped me understand was presented during a trade show.  A new salon owner approached our booth and was telling us about the recent purchase of her salon.  We conversed back and forth sharing our knowledge of the industry when the new owner asked, “Why should you use a lotion when tanning?”

The Product Manager that was helping attend the booth explained it this way.  She held up two pieces of paper showing the customer the smooth surface; she proceeded to take one of the sheets and crumpled it in her hands.  Then she opened it up, laid it on the table and tried to smooth it out.  If you’ve ever tried to do this, you know it’s basically impossible to get all the wrinkles out of a crumbled piece of paper.  During the demonstration, the Product Manager is educating the customer on the transmission of UV rays.  She says, “UV rays are reflected if they do not hit a smooth surface.  Imagine this paper as your skin; the wrinkled piece is how your skin appears prior to lotion – dry and scaly, and rays are reflected because of an uneven, rough surface.  Once lotion is applied to your skin, it is hydrated, moisturized and presents a smooth surface where UV rays can land and be absorbed.”   DING!  This made the light come on for me.  The thought that went through my head was, why waste time tanning if you don’t catch all the rays?  This visual analogy stays in my mind and helps me to remember when tanning to always use a lotion.

We would love to hear from you.  When a customer walks into your salon without a lotion or makes the statement, I never use a lotion when I tan.  How do you communicate to them the benefits of using a tanning lotion?

So what is this popular beauty ingredient we keep hearing about?  Argan Oil.  This natural powerhouse is produced from the kernels of the Argania Spinosa tree found in Morocco.  Argan Oil has become known world-wide to be nature’s finest anti-aging skin and hair beauty secret.

What does Argan Oil do for the skin?

►   Hydrates skin by restoring its natural barrier
►   Helps diminish the appearance of wrinkles
►   Softens skin while reducing inflammation and skin irritation

How about the hair?

►   Restores remarkable shine
►   Protects from heat styling
►   Hydrates and replenishes nourishment
►   Helps strengthen dry, brittle hair

That’s not all!  The Amir line also contains Acai Berry Extract, which is produced from the berries of the Acai Palm found in the AmazonRain Forest.  Acai Berry is rich in phenols and anthocyanins making it a very powerful anti-oxidant and anti-inflammatory.

What does Acai Berry Extract do for the skin?

►   Restores moisture and elasticity to skin
►   Combats appearance of premature aging

And the hair?

►   Hydrates hair and scalp
►   Enriches hair color; adds luster and shine
►   Gives hair more manageability
►   Protects hair from environmental stresses

Amir with Argan Oil and Acai Berry Extract…this Triple-A line is beautiful!

Polyphenol, you say?  Yes.  That’s the fancy science word for something that loves your skin.  Having proven effective anti-inflammatory properties, a polyphenol is the kind of antioxidant most commonly found in berries, green tea, olive oil, and pomegranates.

And Oxi Pom Complex, an ingredient in the Body IQ line, has plenty of them.  These polyphenols fights the signs of aging by naturally reducing inflammation in the skin.  Equipped with vitamins A and C, this Oxi Pom Compex works to promote new cell growth and younger looking skin.

Oxi Pom Complex also naturally filters out damaging properties from the sun allowing the skin to generate beautiful color while reducing the risk of over exposure.

You can learn more about polyphenols at here.  

I can give them away, but no one is willing to buy them.  When I tried it before, I only sold a few, so I got tired of messing with it and finally gave them all away.  I figured it was good free advertising for my salon.”

It is good advertising for your salon, but here is how you can sell a lot of them and get free advertising – a lot of it.  Start by getting a few dozen T-shirts printed with your salon name, logo, and a favorite store saying.  For example:  I Get My Tan On at Dave’s Tanning Salon (plus address and phone #, etc.).

Then have a “T-shirt Upgrade Day.”  Sell the shirts for $10 to $15 dollars each.  Now I know what you’re thinking, No one will pay $15 bucks for my tee shirt!  Well, let’s think out of the box!

When a customer wears Dave’s Tanning Salons T-shirt on “T-Shirt Tuesday,” or any other day you designate (switch up the days), they get a half price upgrade, two dollar upgrades, or a bonus upgrade.  Change this up every week during the busy season.  On some days make it so that only VIP members wearing the shirt get the free upgrade when they come in, while the non-EFT members get half price.

Not only will this make your salon gossip-worthy on the day everyone in the community is wearing your T-shirt, it is also a way you can build your EFT memberships.

You can now sell the shirts easily when you are able to explain to the customers that within a few weeks, they will receive back the value of what they paid for the shirt and more with reduced costs, bonus upgrades, etc.

I know a few salons that have sold a hundred shirts or more and received a lot of free advertising and upgrade dollars.  And let’s not forget about the great retail opportunity the T-shirts offer along with added opportunities to sell lotion and other retail items.

Have fun, create a buzz, and increase your dollars per customer.

Caution:  No Thong Thursdays or Speedo Fridays!

But, what about those who simply aren’t interested in tanning year round?

That’s where the other great part of EFT comes in – it is flexible and convenient to the customer.  How?  We went back to our salon guru Dave Holtgrewe to get the lowdown, and here’s how he explained it:

Give those customers taking part in the Membership Program the option to freeze up to seven months per 12-month period.  Charge a $5.00 per month ‘freeze fee’ payable in advance at the time of freezing.  When the member decides to become active again, the money they paid to freeze their account changes to ‘salon bucks’ they may use to upgrade to the ultra, premium, or bronzing units.  

By freezing instead of dropping, the customer doesn’t have to pay an enrollment fee to be reinstated.  For example, say you’re the customer and you opt to freeze your membership for 5 months at $7 per month.  That’s $35 to freeze for the rest of the year.  Because you froze, you don’t have to pay the $40 enrollment fee.  In reality, you save $40 and get back your $35.  In total, you realize $75 in savings for not dropping out.

It’s just one more way membership has its privileges.  Because you’re just frozen, you’re still in the club and can still enjoy membership benefits.  You put on hold (freeze) your Level 1 privileges, but you can still use the upgrade beds for a nominal fee should you decide to maintain / enhance your tan.  Also, if you have a membership discount on lotions, that’s an additional savings for you. 

It really does pay to stay in the club. 

We agree, Dave.  You get the convenience of freezing your membership the months you wish, you save money, and you tan however and whenever you want.  What’s not to like about that?

How about you?  Those that are already utilizing an EFT / Membership program, what have the results been for you?  Increased revenue?  Growth in client base?  We’d love to hear!

Call us today to learn more about how to make EFT work in your salon.

Salon Club.  Customer love FREE!  Create a salon club that rewards them whenever they reach a certain dollar amount, etc.  You could create a rewards system based on accruing a number of particular services, on reaching a certain dollar amount, or simply the number of visits.  They’ll get something free, and you’ll enjoy the profits of repeated visits to your salon.

Referral Cards.  In the marketing world, there’s nothing sweeter than a customer referral.  Have cards printed with your salon name, address and telephone number, and a line that says Referred by:  _____________.  Give customers an incentive to hand them out by offering a free upgrade on services, a tanning lotion, etc., for every five (or ten) referral cards you receive back with their name.

That Simple Phone Call.  In marketing your business, you know that being different is a good thing.  When time allows, call that new client a day or two after they’ve been to your salon and ask them if they are satisfied with your service, their salon experience, etc.  You’d be surprised at the good will this creates, which leads to loyalty, which leads to revenue…you get the picture.

Gift Certificates.  Gift Certificates.  Gift Certificates.  They’re a great service that helps your customer when buying a gift for a friend or loved one.  How much better does it get?

Business Cards.  Consider getting business cards for your staff members.  Because you’ve worked hard to train them on the facts and figures of tanning, nothing will complement their professionalism like a business card.  VistaPrint.com is just one online business that offers free cards with your initial order.

Goldenrod Paper.  Studies have shown that goldenrod-colored paper (yellow-orange) returns the best response for sales letters.  Use it for any promotion or announcement, as a ream of it usually costs under $10.

Speaking Engagements.  There are groups in every community, Rotary, Lion’s club, women’s clubs, etc., that are looking for speakers for their monthly programs.  You might do a short presentation on the benefits of moderate UV exposure or the latest skin care regimen that attendees could use at home.

Throughout the day, I, like you, am asked that several times over.  And it’s so easy to spout off the most recent lotion, the one on sale, or the one that is within reach because it’s the last one I used.  But does that really help the customer?

Let’s reframe the scenario with me playing the role of salon consultant to give you an idea of how we can reframe this question for maximum advantage:

Tanner:  What is the best tanning lotion?

Me:  There are several really great lotions, but to find the best match for you, let me ask you a question first.  Do you moisturize?

This opens the door to a discussion of skin care.  It gives me the chance to talk about over-the-counter moisturizers and mineral oil, that cruel antagonist to any indoor tanning acrylic.  She tells me that although she’s naturally fair skinned, when she uses her Argonne moisturizer and drinks plenty of water, she tans easily.

This gives me more info to help build a relationship as a tanning consultant with her.

I now have two important pieces of information:
1. She invests in a higher end skin care and cosmetic regimen.
2.  She’s conscientious about drinking water.

Now I can do more for the client.  Her use of Argonne products leads me to suggest more organics-minded products for her tanning and skin care such as the Amir line for moisturizing and the Botanica lotions for tanning.

To add that personal touch, I can even greet her with a fresh bottle of water from time to time when she comes in.

See?  I just turned a run-of-the-mill question into an opportunity to learn more about my customer, which in turn helped me suggest the right extended skin care protocol for her.

Turning around one of the most common questions we get regularly (What’s the best lotion?) into a fact-finding discussion helps us form better relationships with our customers, and in turn boosts that all-important bottom line.